The article reports that companies like Electronic Arts, Activision Blizzard, Ubisoft, and Take-Two Interactive Software are just some of the video game publishers that are paying out massive amounts of cash to popular live-streamers to play their games. The streamers broadcast their experiences with the games on Twitch or upload videos to their YouTube channels. “Having celebrity streamers play games is an important part of the business,” explains Strauss Zelnick, Take-Two’s CEO. “It’s relatively new, but it has to be organic. The streamers have to believe in it.”

And there’s definitely a career to be had in playing games. Take, for instance, Sean “Jacksepticeye” McLoughlin. The “professional gamer” has more than 22 million subscribers and earns about USD$300,000 per month. Not convincing enough? Consider Tyler “Ninja” Blevins, who also has over 22 million subscribers and rakes in between USD$500,000 and $1 million per month.